According to Starwood, more than half of its current and future properties are in areas facing critical water issues. In turn, the major hospitality company has developed a plan to reduce water use at its properties worldwide to help counter water scarcity, flooding and water quality issues.

By introducing new technology, taking action on property, offering conservation-focused guest programs and partnering with the community, Starwood has already reduced its global water consumption by more than 17 percent since 2008, nearing its goal of a 20 percent reduction by 2020.

"Some say water is the new oil and, as we execute a global growth strategy, water is not only an environmental consideration, but also a potential business risk that impacts guests, properties and the communities where we operate," said Ken Siegel, chief administrative officer, general counsel and head of global citizenship at Starwood, via a release. "Starwood has to look beyond conservation and leverage innovation and partnerships to limit its environmental impact, support and enhance its local economies, and protect people and the planet, all while delivering an unmatched guest experience."

An infographic by Starwood (see below) details some specific ways Starwood is cutting water use.

On property, Starwood has installed low-flow faucets and fixtures, while also making sure to fix leaks promptly and collect rainwater. The company also gives guests the option to forgo full housekeeping services, which can save water used on cleaning their room and their linens (one night without housekeeping can save up to 49 gallons of water per room, or enough for one person to drink two glasses of water a day for a year).

Starwood also uses HydroPoint’s smart irrigation system, WeatherTRAK, which has saved about 307 million gallons of water, valued at more than $2 million.

On-property filtration systems like Nordaq Fresh give guests high-quality water while also reducing plastic bottle waste, cutting CO2 emissions from transportation and reducing water used during the manufacturing process.

Starwood also partners with Clean the World, which recycles discarded soap and toiletries and distributes them around the globe. The partnership has diverted nearly one million pounds of waste from landfills and created 2.7 million bars of recycled soap.

Last but not least, Starwood’s 20-year relationship with UNICEF has helped raise more than $30 million, with a portion going to providing clean water and proper sanitation across Africa and the Middle East.

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